1. Marketing Research & Social Communication Lesson 8
Understanding Markets Ray Poynter 1Ray Poynter, Marketing Research
& Social Communication, 2015
2. Agenda 1. Reviewing material so far 2. Understanding Markets
3. Quant approaches 4. Qual approaches 5. Social media and big data
6. Quiz and assignment for next week Ray Poynter, Marketing
Research & Social Communication, 2015 2
3. Review of Previous Material Quantitative Quant numbers and
tables Surveys, transactional data, web analytics, audits, meters,
etc. Measures things Qualitative Qual language Focus groups, depth
interviews, ethnography, accompanied shopping, etc. Explains things
Social Media Research Quant and Qual Answers unasked questions
Previous Quizzes all previous quizzes, i.e. Lesson 3 onwards, now
on the website Website address http://newmr.org/saitama-2015/ Ray
Poynter, Marketing Research & Social Communication, 2015 3
4. Key Words Segmentation: Dividing a market into smaller
groups, for example, people motivated by prices vs people motivated
by style. Cluster Analysis: A method of using mathematics to put
people into groups. Motivations: Why people do things and what
drives the choices they make. Correlation: The extent to which two
things are related to each other. Driver Analysis: Estimating the
causes of choices. Ray Poynter, Marketing Research & Social
Communication, 2015 4
5. Word and Sign Check Mean Median Standard deviation Normal
Distribution Correlation < >
